Advances in Advertising Research (Vol. VII): Bridging the by George Christodoulides, Anastasia Stathopoulou, Martin

By George Christodoulides, Anastasia Stathopoulou, Martin Eisend

Focusing on a number ads codecs, this ebook presents foreign cutting-edge learn inter alia at the speedy evolving and more and more complicated advertisements panorama that increases a couple of demanding situations for advertisers. extra learn is required to lead offerings relating to advert content material and execution, media placement, social networks, and crusade effectiveness. Advances in advertisements study are released via the ecu ads Academy (EAA). This quantity is a selective number of examine awarded on the 14th foreign convention in ads (ICORIA), which used to be held in London (UK) in July 2015. The convention accrued greater than a hundred and fifty individuals from a number of nations from approximately all continents, together with Europe, North and South the United States, Asia, and Australia.

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2012). Qzone is the most popular SNS among Chinese youth aged between 15 and 20. The functioning of Qzone is similar to other SNSs such as Facebook including personal pages, comments, pictures and videos. In 2013, Qzone had 600 million registered users, placing it internationally in second position, with Facebook in first place (Millward, 2013a, 2013b). Commercial brands can be present in Qzone through their personal profiles or by creating events that Qzone users are invited to take part in.

2010; Sledgianowski and Kulviwat, 2009). We propose that gratifications from entertainment may constitute significant a motive for engaging in SNS brand interactions (see conceptual framework depicted in Figure 1). H3: Gratifications from entertainment on an SNS have a positive relationship with adolescents’ brand interactions on the SNS. 1 Sample and Procedure To test the hypothesized relationships, we conducted a study with selfadministered surveys on a sample of Chinese adolescent users of the SNS Qzone.

Y. ; Goh, D. H. and Lee, C. S. (2012), “Mobile content contribution and retrieval: An exploratory study using the uses and gratifications paradigm,” in: Information Processing & Management, Vol. 48, 1, 13–22. Cooper, L. (2011), “Blend in with the scene to get maximum ad stand-out (the effectiveness of advertising based on social media and networks),” in: Strategic Direction, Vol. 27, 8, 24-26. Diddi, A. and LaRose, R. (2006), “Getting hooked on news: Uses and gratifications and the formation of news habits among college students in an Internet environment,” in: Journal of Broadcasting & Electronic Media, Vol.

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